Gartner Says 42% of CMOs Monitor AI Answers. Amplitude Gives the Tool Away Free
Gartner's survey found 42% of CMOs monitoring what AI answers get wrong about their brands. Amplitude says more than 27,000 brands have used its free AI visibility tool since launch.
TL;DR
- Gartner says 42% of CMOs are monitoring brand misinformation in AI answers, in a survey of 408 marketing leaders released November 9.
- We think monitoring is the cheap part now that Amplitude gives a version away, and fixing an answer means changing the pages AI cites.Watch whether Profound, valued at $1.8 billion, says how much revenue comes from strategy work beyond monitoring.
Four in ten CMOs say they're monitoring what AI answers get wrong about their brands.
Gartner says 42% of CMOs are monitoring and correcting brand misinformation in AI-generated content, in a survey released November 9. The survey covered 408 senior marketing leaders from July to August 2026, according to a write-up of the release, and found 61% of CMOs had reworked content so AI systems could read it.
Nothing published says what that monitoring involves. Watching looks like the cheap part of the job. At least one large vendor gives a version away, and an AI answer changes when the pages it cites change.
Amplitude hands out the dashboard free
Amplitude builds AI Visibility into its platform and offers a limited free version to companies that aren't customers. It shows a brand's visibility score and the sources ChatGPT and Google AI Overviews cite. Coverage stops at those two engines for now.
Amplitude said in February that more than 27,000 brands had used the free, no-signup tool since launch, and that customers had created over 70,000 reports in the past three months. The same post says brands found YouTube, Reddit and Wikipedia shaping narratives they weren't part of. Amplitude then moved the product from tracking toward content generation and recommendations, including outreach to listicles that name competitors.
Amplitude sells against Profound and Evertune by tying the data to traffic and revenue, and the free report feeds the paid platform. Once one vendor gives a feature away to win accounts, rivals will find it harder to charge much for it.
Which pages AI cites depends on the engine
Muck Rack's May 2026 study, as broken down by HeardOf, puts earned media at 84% of AI citations across ChatGPT, Claude and Gemini in 17 industries. Owned pages were 13.7%.
Muck Rack counts encyclopedias, academic and government pages and other companies' content as earned, and journalism alone is 27%. HeardOf's own run of 20 B2B buyer prompts on September 4 measured how many citations landed on the vendor's own site:
- ChatGPT: 44.5%
- Perplexity: 9.2%
"Both figures can be right, and neither transfers," HeardOf wrote.
The pages that need work vary by engine and by question. Under Muck Rack's counting, most of the weight sits off the vendor's site. In HeardOf's ChatGPT run, the vendor's own pages carried far more. Either way, fixing an answer means changing a page, and third-party sites already see these readers. As we covered, G2 said AI agents were 68% of its audience.
Profound's raise cuts the other way
Profound raised $180 million at a $1.8 billion valuation in September, less than seven months after a $96 million Series C. The company says revenue tripled in six months and that it has more than 1,000 enterprise customers.
Profound's valuation sits in a market where basic watching is free, and TechCrunch's account suggests why. Profound started as an analytics platform and expanded into helping companies research and build marketing strategies. Profound hasn't split its revenue by product, so how much of the tripling came from that expansion is unknown.
The pages AI cites decide what the answer says
Gartner VP analyst Sharon Cantor Ceurvorst said marketing leaders "can no longer take a passive approach to brand representation" in AI answers, per the write-up. The 42% counts the CMOs who have started. It can't show whether watching changed a single answer.
The vendors' own moves point at the pages. Amplitude added content and outreach to its tracker, and Profound grew past analytics. Gartner's other figure may say more than the 42%: 61% of CMOs said they had already reworked content so AI systems could read it.
can no longer take a passive approach to brand representation
Profound hasn't split its revenue by product. The disclosure that would settle the question is how much of its revenue comes from work beyond monitoring.
